The philosophy of the rest at home, not only applies to people, but also to fashion brands. So the Spanish fast fashion brand Zara offers us an innovative idea. The spring summer 2020 campaign was shot by the same models, within the walls of their homes. “We respect social distancing but we are closer than ever” reads the opening on the brand’s website. An invitation that Zara has collected since the beginning of the pandemic, first by closing its stores throughout Europe, then converting part of the production into anti-Covid-19 masks and gowns, and now carrying out the new campaign in compliance with the conditions imposed by the insulation.
The protagonists are the Polish top Malgosia Bela, Tasha Tilberg and the very young Lexie Smith, Cara Taylor, Deirdre Firinne and Giedre Dukauskaite, immortalized wearing the garments from the Zara SS 2020 collection, specially shipped to their home. Camera and iPhone in hand, the models posed, without make-up, choosing the most Instagrammable corners of their homes, from the bathroom to the kitchen, from the living room to the bedroom, from the balcony to the piano, helped in the enterprise by the roommates quarantine or more simply from the self-timer. The result ? Home models but très chic that faithfully reflects the common feeling (and dress) in isolation. Who knows if the DIY photo shoot will be the new frontier in quarantine for the next few months? What do you think of it?